People love the quirky things about their pets. And IdeaWorks has used these to give a unique edge into its humorous campaign for Petbarn Exclusive Brands’ range division, called Leaps & Bounds. It’s the first brand campaign by the VMLY&R agency, since it won the account late last year.
Each of the online content films in the series – including a dog show contest for slobbering and another from shaking itself dry – uses a quirky pet trait to underline Leaps & Bounds’ difference – it’s natural, and yet affordable, pet food made from simple ingredients.
https://youtu.be/W4DNKcUSdD8
The films are supported by small format OOH, social content and dynamic digital displays.
Drew Frame, senior Exclusive Label brand manager at Petbarn, commented, “We’re excited to introduce our first Leaps & Bounds campaign to the market. It is a highly differentiated approach that will make a real impact for our business. We’re very proud of our IdeaWorks partnership, working together to give our private label brands some real personality and develop a genuine connection with our customers.”
Danny Lattouf, regional head of retail, IdeaWorks, by VMLY&R, added, “It is refreshing to be working with a client who is not only investing in its private label, but enabling its quirky personality to shine through. A unique brand deserves a unique approach – and this campaign delivers a real point of difference in the competitive retail pet food market.”
The campaign launched this week with a 30-second and 15-second film. More work will be released shortly.
https://youtu.be/fdd8N8lltDE
Credits:
Agency: IdeaWorks by VMLY&R
Chief Creative Officer: Paul Nagy
Associate Creative Directors: Richard Shaw, Jeremy Hogg
Art Director: Daniel Galeano
Copywriter: Facundo Martinelli
Designers: Anderson Carloni, Adrian Mok
Regional Head of Retail: Danny Lattouf
Account Director: Jacinda Tree
Account Executive: Georgina Chau
Agency Producers: Kilou Picard / Stevi Russell
Production Company: Photoplay
Director: Gary John
Producer: Bonnie Fay
Post Production: The Editors
Sound-mix: SongZu
Media: Vizeum Sydney
Client: Petbarn
Senior Exclusive Label Brand Manager: Drew Frame
Assistant Brand Manager Exclusive Brands: Victoria Rae
